Ad measurement and attribution are in crisis – but maybe that’s a good thing. “Actually, I’d even say it’s a great thing,” says Andrew Covato, founder and managing director of measurement consultancy ...

NEW YORK—As the TV industry grapples with the measurement problems that have been produced by rapid changes in the way people watch programming, the Coalition for Innovative Media Measurement (CIMM) ...

The entire ad industry is obsessed with retail media right now. But the channel’s got a bit of a measurement problem. (Sound familiar?) Retail media networks (RMNs) give brands that don’t have much ...

GA4 introduces 'key events' to replace conversions in behavioral analytics. Conversions will now be consistently defined across Google Ads and Analytics. GA4 is ...

Learn how to connect platform ROAS, CRM data, incrementality testing, and marginal ROAS in a continuous marketing measurement cycle.